Exceptional experiences are something we all strive for with our customers. That’s because we know that providing a positive experience not only creates lasting memories our travelers’ desire, but it keeps them coming back time after time.
So what exactly makes a great customer experience? It goes beyond single touchpoints like answering a call, responding to an email, or face-to-face interactions. Great customer experiences rely on the way your customers feel and engage with you as an agent throughout their entire customer journey.
Implementing a customer experience driven mind-set can not only help increase your travel insurance goals, but it can also improve your performance as an agent.
It develops intention in your interactions
Having a focus on supplying each customer with a great experience creates a framework for your day-to-day interactions. Each touchpoint, from the initial inquiry or booking travel, to the post conversation after they’ve arrived home is intentional and deliberate.
Here at Allianz Global Assistance, we dedicate ourselves to providing great service at every touchpoint –including purchase, policy service interactions, travel assistance and claims management. These touchpoints help us define how the customer feels about Allianz Global Assistance as the Travel Insurance provider and allows us to constantly refine our process.
Using the daily interactions you make with your customers, improve your process over time, develop a system that helps you perform more efficiently and effectively with your clients, and continue to adjust over time to improve their engagement.
It gives you customer perspective through feedback
Another great way to enhance your customers’ experience is to measure and improve your approach through feedback.
Our survey process, for example, includes using surveys to gain insight from thousands of customers every week and speech analytics tools to monitor customer service interactions that are handled over the phone. From this feedback we have infused our short term and long term goals as an organization to continuously improve ho we engage our customers.
By collecting feedback from your customers on your individual performance, you can identify pain points and, more importantly, prioritize actions to improve their experience. When collecting feedback from customers, identify patterns and areas of opportunity that can lead to both personal improvement and can influence improvement in your agency at large.
It can create action across the board
After developing an experience for each touchpoint of your customers’ journey, and actively engaging them for feedback throughout the process, it’s time to create an action plan that will continue or improve upon what delights your customers.
Some changes can be small– such as reaching out more frequently as their trip departure date arrives to remind them of their itinerary and the additional services they may have purchased, such as travel insurance. Other changes may involve management adjusting a process that has proven to be frustrating to customers across the board.
Recently, we’ve updated a small, but impactful touchpoint in our customers experience based on overwhelming requests from our end-customers. “There was overwhelming feedback suggesting we include a bullet point list of benefits on insurance policies and simpler, shorter descriptions.” Says Mike Nelson, CEO of Global Travel and Americas at Allianz Worldwide Partners. “This is a simple fix but something we didn’t consider until seeing the frequency and consistency of the feedback.”
A larger more profound change in our organization was the way we spoke about insurance all together.
“Another outcome was to address concerns over “insurance-speak.” We completely rewrote our policy documents to make the policy language more intuitive and easier to understand, as well as create a “declarations page,” which is a brief list-style summary of our coverage and benefits.”
By carefully paying attention to the customer experience provided either in your daily interactions or through your agency as a whole, listening to your clients can provide you with the information you need to make their travel experiences even better.